Agencies need to offshore to survive in the post-digital age

Damian O’Malley

The post-digital age has major implications for the restructuring of communications businesses. Disaggregation of business - for example, offshoring parts of the service to different countries - could help to maximise cost savings while improving service delivery and adding value.

Agencies need to offshore to survive in the post-digital age

Damian O'Malley

When people talk and write about the impact of digital technologies on the communications industry, they tend to focus on changing consumer behaviour, new 'content', new media forms and new ways of charging for advertising impressions.

There has been relatively little discussion of how these same digital technologies could change the structure of the companies in the industry.

One of the many interesting ideas in Thomas Friedman's book, The World is Flat,is that a 'flat' world – his metaphor for the post-digital world – will lead...

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